The “Beekman Boys” decamped from NYC to an upstate farm, took in a HERD OF GOATS and adopted a whole community of neighbors. The brand they built charmed a legion of fans, but like any good farmers, they kept an eye on the future. With a SHIFT OF BUSINESS FOCUS on the horizon, the founders looked for a way to step back while the brand carried on with its spirit intact.
KEEP YOUR EYES ON THE HORIZON
With over 500 different product types (ranging from artisan housewares to local delicacies to bath and beauty products), Beekman 1802 centered around an ethos more than anything else. But one slice of the business — beauty, bath and skincare — offered a promising path for growth.
Skincare is a tricky industry, equally driven by both passing fads and solid scientific innovation, with a fickle audience of “skintelligent” consumers always on the hunt for the next greatest product.
Our task was to distill their story so that it stayed true to its roots, brought along its hard-earned loyal audience, while defining a path that could lure in new fans and thrive in the highly competitive luxury skincare space.
CULTIVATE A BEAUTIFUL LIFE
We dove in, getting to know the brand and its founders, even spending time with the goats on the farm (some of the cutest research ever). Then we built up the brand from its solid foundation: simple things done very well; treating everyone like a neighbor; a refined, but down-to-earth pastoral lifestyle.
The mission, To deliver simple, cultivated products and inspiration to all our neighbors, had to be large enough to include a wide variety of products. The promise, Moments of kindness for a simpler, more beautiful life, creates an emotional touchstone to guide brand decisions and inspire audiences.
IF IT WORKS, IF IT’S KIND, IF IT’S BEAUTIFUL, THEN IT’S BEEKMAN
To bring this story to life, we articulated extensive copy voice, messaging and naming guidelines that accentuate nature, pastoral life, hard work and neighborly kindness.
In addition to an updated logo, we created a unique “brand artifact” — a gingham swatch with a bright yellow “ray of sunshine” stripe that evokes quintessential Americana with memories of picnics and sun-kissed cheeks mingled with a modern sensibility.
The visual guidelines follow a design philosophy of modern simplicity and pastoral elegance, with a color palette inspired by hen eggs, gardens and other artifacts of life on the Beekman farm. Packaging reinforced the guidelines with softness and a milky translucence that evokes a key skincare ingredient, goat milk.
How to FUEL MORE with less.